Revista Argentina de Clínica Psicológica 2020, Vol. XXIX, N°4, 677-696 DOI: 10.24205/03276716.2020.873 677

SERVICE IN SOCIAL MEDIA & BLOGGING WEBSITES: ENHANCING CUSTOMER’S PSYCHOLOGICAL ENGAGEMENT TOWARDS ONLINE ENVIRONMENT FRIENDLY PRODUCTS

MUHAMMAD Waqas Sadiq a, Javaria Hameed b, Gadah albasher c, Wedad alqahtani d, MUHAMMAD Ibrahim Abdullah e *, Sohail M. Noman f

Abstract The purpose of this paper is to determine the impact of three dimensions of Blog service (Service Privacy, Webpage Content & Diversification) on customer’s psychological engagement with environment-friendly products available online. They are mediated by two dimensions of online relationship quality (Commitment & Satisfaction). A sample of 251 social media and blogging sites users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modelling using the bootstrap methodology in AMOS 24. This paper explains the loyalty and psychological engagement pattern of social media users in accordance with the innovations in services provided by organizations in their websites, which provide or discuss information about eco-friendly products. They are explicitly mediated through online relationship quality factor so the customers could be engaged batter after determining their psychological intent, which is in this case, is explicitly related to the loyalty of customers. From a managerial perspective, this research not only provides the vital information on customer’s behaviour in relationship with the innovations in services introduced by organizations in their websites but also could help them to minimize their cost and maximize their profits according to the target audience behavioral patterns. Keywords: Service Innovation, Social Media, Online relationship Quality, Environment-friendly products, e- loyalty. towards their organization’s products or services Introduction: Nowadays, it is an ever-increasing need because the The business world and its environment are business environment shift’s from production- changing these days dramatically. However, it is oriented to customer-oriented (Amin, 2016). always vital for companies and organizations to Companies always want to find out different ways to satisfy their customers and enhance their loyalty increase the loyalty of their customers, which is useful, efficient, and economical. a. Department of Management Sciences, COMSATS University Islamabad, With time, there are new ways and methods Sahiwal Campus, ([email protected]) b. Business School, Liaoning University, Shenyang, China through which organizations not only could find out c. Zoology Department, College of Science - King Saud University -Riyadh- the factors which are responsible for enhancing the Saudi Arabia customer’s loyalty with precision, but also be able to d. Zoology department college of science - King Saud University -Riyadh- Saudi Arabia implement these techniques with successful output, e. (*Corresponding Author) Department of Management Sciences, which resulted in a group of the loyal customer COMSATS University Islamabad, Lahore Campus, Pakistan ([email protected]) (Thaichon, Lobo, & Mitsis, 2014) f. Department of Cell Biology and Genetics, Shantou University Medical College, Shantou, Guangdong, China 515041

REVISTA ARGENTINA 2020, Vol. XXIX, N°4, 677-696 DE CLÍNICA PSICOLÓGICA

678 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman Blogging is an -based activity through provided by them to better understand the needs and which bloggers could share contact information, wants of their target customers, hence they could ideas, videos, text images and links of other websites, remain loyal to them in a longer run information sources and videos very easily. With the (Papastathopoulou & Hultink, 2012). help of blogging, anyone could promote his or her ideas, products and services or any other thing quickly For this purpose (Yang et al., 2014) worked and proficiently (Li & Chen, 2009). With the help of rigorously on research related to the development of blogging anyone could be able to discuss and provide the exact dimensions on which they could measure any kind of information on any topic, nowadays it’s an the innovation in services provided by different extraordinarily useful and practical source of earning blogging services from the user's point of view. They and by providing valuable and in-trend information to named this new scale as “BLOG – S – INNO” or blog your visitors and target customer anyone could make service innovations. They used it to measure the a handsome amount. More visitors on your website innovation in blogging services from the user’s point mean more earnings, and that’s why bloggers are of view. This scale provides an excellent overview of always worried about their visitors or customers and innovation in services related to blogging sites. want to find out the effective ways through which they could enhance their customer’s loyalty towards Bloggers are trying their best to keep up with the their website so they could keep coming on their latest trends regarding their area of expertise. Still, website. Now Facebook is also considered as a blog they don’t know the whole picture regarding because it allowed its users to share contact customer loyalty, this argument is supported by (Yang information, text, images, and videos with others very et al., 2014), and that’s why he developed a conveniently and appropriately and visitors could get measurement instrument for assessing blog service the latest and up-to-date information related to their innovation. He also recommends that this instrument area of interest(Yang, Weng, & Hsiao, 2014). must be checked in accordance with the customer loyalty because bloggers don’t have a complete That’s why visitors move towards the different knowledge that which blog service innovation kinds of blogging websites to get information dimensions generate more loyalty in the eyes of their regarding the desired products or services to get target customers. better insights regarding related services and products. Getting information from various blogging There is another crucial aspect which is related to services is helpful in your decision making regarding this kind of research. Right now, many organizations the use or purchase of any product. (Hansen, and companies are providing online selling and Shneiderman, & Smith, 2010). customer care services, which in this research is specifically related to environmentally friendly Innovation in products is an ancient concept to products. They sold their product or services by using enhance their performance and presentation to online platform and tried their level best to keep their attract and retain the new as well as early customers. customers loyal to them (Azam, Qiang, & Abdullah, But innovations in services are a relatively new 2012). There are numerous websites in Pakistan, concept which is proposed by (Barras, 1986) who which provide online services related to sales and clarifies this concept as new and improved ways of customer services, they are including but not limited designing and presenting services to the customers to www..pk, 500mein.pk, Kaymu.pk, for enhanced performance and presentation of the OLX.com.pk, Buyon.pk, Getnow.pk, Bazarpk.com, related services so that the organization could Homeshopping.pk, Affordable.pk, Pakstyle.pk, achieve higher customers satisfaction. Buyandsell.pk, Payless.pk, Shopizy.pk, Ajmery.pk, Sheops.com, Dastkari.pk, Goto.com.pk, and many The same case applies to blogging services all other websites. Further, numerous businesses have around the world. With the introduction of new and their Facebook pages and they are doing their innovative methods and techniques, it is getting business through their Facebook, Instagram, or critical for blog service providers to incorporate new Twitter accounts. Lastly, there are unlimited websites kinds of processes and technologies. It could that provide original content and useful information ultimately lead towards the innovation in the services on several topics. Viewers visit these websites for

REVISTA ARGENTINA 2020, Vol. XXIX, N°4, 677-696 DE CLÍNICA PSICOLÓGICA

679 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman different information and knowledge. These the target customers with the service providers so websites have contracted with several online they could be able to develop those innovations in advertising platforms which include but not limited to services which are in relation with the customer’s Google Adsense, Media.net, PropellerAds, Amazon needs and wants (Möller, Rajala, & Westerlund, 2008; Native Shopping Ads, Adversal, Sovrn //Commerce Ramirez, 1999). The above mentioned all discussions (Formerly VigLink), Skimlinks, Monumetric, pretty clear the concept of service innovation, now InfoLinks,and many more. These networks showed we move towards the idea of blogging to clarify advertisements on those blogging websites according further our central vision which is related to the Blog to the profile of the visitor and the content of the service innovation. website. When a visitor clicks on the advertisement or purchases any advertised product, then these Service privacy-related innovation: advertising networks paid these blogging websites a The rapid growth of technology-enabled the users suitable amount according to numerous parameters, of blogging services to create and generate a vast which include demographics and geographic locality amount of data and information on blogging sites. It of the visitor. is also obvious that this information is most of the time is personal, which is used by different entities for Thousands of websites provide content on almost different purposes(Nakra, 2001). As we know, the every topic of life, and they have tried their level best internet is used by millions of users worldwide and to retain existing visitors as well as new visitors. The international laws for the safety of this personal higher number of visitors ensured higher profits. With content are different in different countries(Ma, Meng, the passage of time and the inclusion of new & Wang, 2012). That’s why it is getting difficult day by technologies, websites need to incorporate new day for blogging websites to control the privacy of the types of innovations, which ultimately impacts the content on their websites. Most of the time public is website viewer’s loyalty. unaware of how different entities used their information for other purposes and how their privacy The interest related to eco-friendly products is is violated (Castañeda, Montoso, & Luque, 2007). also increasing in all over the world, including Pakistan (Kautish & Soni, 2012; Sadiq, Abdullah, Further keeping in mind the latest trends of Aslam, & Zulfiqar, 2020). There are number of blogging websites, it is also clear that privacy in websites and online social media platforms which service provided by different blogging websites is a provide awareness and wakefulness related to eco- vital part of their business operations for successful friendly products. Information about some of them is growth and enhanced customer satisfaction (Kruck, given below. These websites are included but not Gottovi, Moghadami, Broom, & Forcht, 2002). limited to Green Global Travel, Urban Gardens, The Different organization and companies which are using Green Divas, Planet Save, Reclaimed Home and much the traditional methodology for the sales of their more. products and services are moving towards the internet and blogging websites for more Defining Service innovation: In this concept, comprehensive customer approach and enhanced innovation is considered to be a good, idea, or service, applicability of their services (Bernstein, Bhimani, which is relatively new and customer or consumer Schultz, & Siegel, 1996; Ladson & Fraunholz, 2005), perceives it as a unique offering (Kotler, 2009). Those but considering the latest trends it is also vital to firms which are always focusing on producing better secure the private data and content of their target services with the help of innovation in their work and customers so it cannot be used by any other entity for procedures are always a one step ahead of their immoral purposes(Ackerman, Cranor, & Reagle, 1999; competitors (Fuglsang, Sundbo, & Sørensen, 2011). Caudill & Murphy, 2000). The above-mentioned Still, this success could only be achieved when the discussions and references are also strengthened by newly produced and innovative services are in the (Andreassen, Lervik-Olsen, & Calabretta, 2015) alignment with customer expectations and needs which is, that it is very important for the commercial (Aaker, 2008). It is also suggested that for the creation success of different organizations and companies to of better services or for the generation of appropriate incorporate a different kind of innovation in their innovation in services it is recommended to inculcate

REVISTA ARGENTINA 2020, Vol. XXIX, N°4, 677-696 DE CLÍNICA PSICOLÓGICA

680 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman services to attract their target customers and (c) Completeness of content: clients based upon their current needs and wants which could be identified by different social science This is defined as if any information was provided methodologies (Bettencourt & Ulwick, 2008), and by a website then; it must need to deliver information these needs and wants include the privacy of their up to maximum level (NADASAN, VANCEA, content online (H. Akhter, 2014; Puzis, Yagil, Elovici, GEORGESCU, TARCEA, & ABRAM, 2011), without this & Braha, 2009). kind of innovation in the website services, the website viewer can't find complete information (Kelley, Donnelly, & Skinner, 1990) said that It is related to any matter. This information could be crucial to understand the needs and wants of your relevant to the security and login, tagging, login, targeted online customers, especially regarding the authentication, e-mail notification, external accounts, privacy of their content online. Still, it is strongly personal accounts, terms and conditions, privacy recommended that the service innovation is a co- policies, language and region and many other creation process which involves both the employers relevant aspects of website information (Thompson & who provide that services and the customer who Graydon, 2009) receives those services so that the innovation could be directed in a right way for effective performance H1a: Service Privacy related innovation and enhanced profitability without any impairment. incorporated by blogging websites has a positive There are further three parts in which we could impact on e-loyalty of website viewers. further subdivide this innovation for better understanding and clarity. This relationship is also supported by several theories. The first theory which is in support of this (a) Design flexibility: relationship is known as Means end theory (Leão & Mello, 2007). Further, this relationship is also This is defined as the ability of the website to open supported by the commitment, trust theory of immediately in any browser and any device relationship marketing and expectation confirmation regardless of the speed of the internet. Right now, theory. this innovation is considered to be one of the most H1b: Service Privacy related innovation important aspects of any website. Due to the agile incorporated by blogging websites has a positive programming and optimal graphics, it could be impact on e-loyalty of website viewers under possible to open a website in any browser and any mediation of Trust. website regardless of the speed of the internet. Nowadays, social media and blogging websites need This relationship is supported by the commitment, to incorporate this kind of ability if they would like trust theory of relationship marketing and actor- their users to remain loyal with them in a longer run. network theory. H1c: Service Privacy related innovation (b) Professionalization of blogging: incorporated by blogging websites has a positive impact on e-loyalty of website viewers under This is defined as the ability of the website to mediation of Satisfaction. provide all its features up to the highest level of reliability and competence (Petersen, 2014). This type This relationship is supported by the commitment, of innovation is not necessarily limited to blogging trust theory of relationship marketing and actor- and social media websites. It could be linked to all network theory. kinds of website which provides services of any sort, whether it includes online shopping, customer Webpage content related innovation: services, video making or editing, professional consultancy services or any other possible thing. The As we know that websites are noting without their website must need to provide its features up to the content. This content could be videos, text, sounds, maximum level of professionalism and competency images, animations or the experience of customers or with the intimation of reliability and credibility users on blogging websites. These days it is (Kennedy, 2010). imperative to update the page content of your

REVISTA ARGENTINA 2020, Vol. XXIX, N°4, 677-696 DE CLÍNICA PSICOLÓGICA

681 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman websites, so you could be able to attract your ability of the website to show contents according to target customers or blog readers by providing them the likes and dislikes of the viewer. with the information which is latest, updated and worthwhile (Dholakia & Rego, 1998). The academic (b) Page layout: researchers also note that blogging websites also played a crucial role for the advertisements of This ability of the website is defined as to show all different products and services; the web page texts, images, videos or any other information on a content is the primary source to disseminate or webpage more helpfully and comprehensively from provide the required information to the targeted the user’s point of view (Luna-Nevarez & Hyman, customer or client for better understanding and 2012). Page layout is considered to be one of the most enhanced information management with updated critical innovations in the services of the website. This discussions and suggestions (Dreze & Zufryden, 1997) factor played an important role to display all relevant (Dholakia & Rego, 1998) said that in today’s features of the website with its content in the most modern world, the web pages and the web page optimal manner for enhanced exposure to the content had proven their importance when we website viewer. So when they visit the website, they decided to consider them for the advertisement of could be able to navigate easily across the website. our different products and services. Now a day’s Further, it must be easy for them to find out those every organization and company wants to show its features and information which the viewer is looking presence on the internet with the help of its website, for in a website with minimum spendable time and unique web page content enormously helps in (Marszałkowski & Drozdowski, 2013; Taylor, increasing the hit rate or the visitors on the particular McWilliam, Forsyth, & Wade, 2002) website or blogging site. (Resnik & Stern, 1977) also (c) Copyright control: supported this discussion by mentioning that the content plays an essential role in the advertisement. The information which is provided by the website Whatever the medium used in this advertisement, is entirely original and plagiarism free (Ginsburg, the content always attracts the required target 2000). With copyright, you could only copy the work customers to a particular product. after the explicit permission of the author. While Copyright control" means that copyright is held by the In research conducted by (Bates & Lu, 1997) they writer or original developer and not assigned to a said that the webpage design and layout also play an third party (Savola, 2014) important role in combination with the webpage H2a: Webpage Content related innovation content. The design or webpage layout helps the incorporated by blogging websites has a positive bloggers or blog readers to update their content, impact on e-loyalty of website viewers. suggestion, and recommendations in a better way, which ultimately enhances the traffic of visitors on This relationship is supported by the comparative their blogging website. advantage theory of competition which is presented by (Ricardo, 2009), according to his theory if any There are further three parts in which we could organization or company is producing products and further subdivide this innovation for better services better than its competitors due to innovation understanding and clarity. in its operations then they may be able to secure (a) Advertisement filtering: more sales and customer loyalty. Further, this relationship is also supported by flow theory, rational This is defined as the ability of the website to choice theory, and social cognitive theory. block or restrict unwanted content in the form of 2 advertisements (J. C. Mason, J. Grant, A. Behrman, & H b: Webpage Content related innovation D. Stillwell, 2002). There are many websites which incorporated by blogging websites has a positive provide this kind of innovative facility in their services impact on e-loyalty of website viewers under because users don’t like too much and irrelevant mediation of Trust. advertisement (J. Mason, J. Grant, A. Behrman, & D. Stillwell, 2002). (Robinson, 1999) discussed it as the

REVISTA ARGENTINA 2020, Vol. XXIX, N°4, 677-696 DE CLÍNICA PSICOLÓGICA

682 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman This relationship is supported by the commitment, sharing, and not only information sharing but trust theory of relationship marketing and actor- information sharing in a smooth manner. The ability network theory. of the website to share information with its users in an effective and efficient way ultimately attracts the H2c: Webpage Content related innovation user's loyalty (Hur, Kim, Karatepe, & Lee, 2017; Jansen, incorporated by blogging websites has a positive Sobel, & Cook, 2011). impact on e-loyalty of website viewers under mediation of Satisfaction. (c) Diversified functions: This relationship is supported by the commitment, trust theory of relationship marketing and actor- This is defined as the ability of the website to network theory. provide different functions and services to better serve the needs of its viewers. These services could Diversification related innovation: be effective customer support, inventory handling, The final dimension, which is related to the blog advertising campaigns, legal support and much more service innovation is diversification related (Gao, Qi, & Zhang, 2007) innovation. This concept is debated by(Yang et al., 2014) in which he clarifies that this component is H1c: Diversification related innovation mainly based upon data storage and information incorporated by blogging websites has a positive sharing. According to the (Ke, Jiangling, & Dan, 2003; impact on e-loyalty of website viewers. White & Noerr, 1976) the data storage is a technology which is based upon the different computer parts and This above-mentioned relationship is supported recording components which are used to retain and by flow theory, rational choice theory, the secure the data in digital format. It is also the core comparative advantage theory of competition and functioning component of blogging and e-commerce social cognitive theory. websites. H2c: Diversification related innovation Blogging is all about sharing ideas, suggestions, incorporated by blogging websites has a positive and recommendations or in-other words information impact on e-loyalty of website viewers under with other blog readers; it is one of the most critical mediation of Trust. factors which are related to the innovation related to This relationship is supported by the commitment, the diversification (Hara & Foon Hew, 2007; Kim, Lee, trust theory of relationship marketing and actor- & Elias, 2015).There are further three parts in which network theory. we could further subdivide this innovation for better understanding and clarity. H3c: Diversification related innovation incorporated by blogging websites has a positive (a) Data storage: impact on e-loyalty of website viewers under This is defined as the ability of the website to store mediation of Satisfaction. all data which is related to its users (Benson, Marcus, This relationship is supported by the commitment, Karger, & Madden, 2010). It is considered to be as one trust theory of relationship marketing and actor- of the most critical innovative factors in websites. The network theory. website’s adequate storage capacity of data required by its users played a vital role in attracting new users Trust: around the world (Papierniak, Thaisz, Diwekar, & The first and the one of the most important Chiang, 2000). component of relationship quality is trust which is (b) Information sharing: studied by different researchers science 1950 (Corritore, Kracher, & Wiedenbeck, 2003). Trust is a This is defined as the ability of the website to topic of interest in various fields, we could find out share information with its users in a useful and comprehensive research studies regarding trust in a suitable manner (Osatuyi, 2013). The social field of psychology (Rotter, 1967) marketing (Morgan networking websites are all about information & Hunt, 1994) sociology (Lewis & Weigert, 1985)

REVISTA ARGENTINA 2020, Vol. XXIX, N°4, 677-696 DE CLÍNICA PSICOLÓGICA

683 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman management (Ramonjavelo, Préfontaine, Skander, organization performs more than or less than in & Ricard, 2006) and economics (Williamson, 1993). In comparison with their desired expectations (Allagui & these days when online marketing is all about having Temessek, 2004; Zeithaml, 2000). (Rust, Inman, Jia, & a trust between an organization and its target Zahorik, 1999) suggest that when the expectations of customers, it receives a significant attentiveness from our target customer is not clear then we must need researchers and marketing professionals (Beldad, De to calculate the opinion of our customer regarding Jong, & Steehouder, 2010). Online trust is a growing our product or services which currently at that time is research interest between different researchers due based upon the experience he or she have with those to increase in an online presence of different services which is provided by the organization. So organizations for the enhancement of their business rather than judging the customer satisfaction with the and for the promotion of their products and evaluation of a difference between the performance services(Urban, Amyx, & Lorenzon, 2009). Online and expectation, we need to understand it as a trust is defined by (McKnight, Choudhury, & Kacmar, cumulative experience (Krishnan, Ramaswamy, 2002) as a “set or we could say a combination of Meyer, & Damien, 1999). That’s why (Garbarino & positive thinking or prospect with regard to the Johnson, 1999) defined customer satisfaction as “an capability, honesty and compassion of organizations overall assessment depend on the total purchase and in an online environment”. Online trust is consumption knowledge with a product or service fundamentally considered as same as a trust over time which, especially in an online context, considered in a traditional context between the which results from clients interactions with an online organization and its clients, but it could certainly service provider over time” (Liang, Chen, & Wang, differentiated on a basis of physical presence of an 2008). organization (Urban et al., 2009). H1e: Satisfaction has a positive impact on e- H1d: Trust has a positive impact on e-loyalty of loyalty of website viewers. website viewers. E-loyalty of website viewers: Satisfaction: The last variable which is a dependent variable Satisfaction is a widely discussed topic in these and is the key to this research study is customer’s or days and the interest of academic researcher and in case of this study is called e-loyalty of website marketing professionals are increasing in this concept viewers. (Oliver, 2014) explains customer loyalty as “a with the passage of time (K. Nusair & Kandampully, deeply held dedication to re-buy or re-patronize a 2008). (Oliver, 1981) presented an expectancy favored product/service constantly in the future, disconfirmation model which is extensively used to thereby causing recurring same service or same understand the level of customer satisfaction in product set purchasing, despite situational services and industries. When we apply this environmental influences and promotional or model it tells us that customer compares the marketing efforts having the ability to cause switching performance of the products or services with the behavior”. This definition of customer loyalty is used expectations he have from that particular product or in an online loyalty or e-loyalty context also, (R. E. services which finally lead towards the satisfaction if Anderson & Srinivasan, 2003) identified the concept performance enhances in comparison with the of e-loyalty as “a client’s positive approach towards expectations and also lead to dissatisfaction if an electronic business resulting in reiterate buying or expectations are greater than the performance of the purchase behavior”. The above mentioned definitions product or services provided by the organization or clearly elaborates that the customer loyalty is mainly blogging websites (Hennig-Thurau, Gwinner, & considered to be a same phenomenon, whether we Gremler, 2002). consider it in traditional context or we consider it in an online or e-commerce context. Online loyalty of But keeping in view the latest technologies and customer towards the eco-friendly products is a shifting of business from traditional context to online growing issue for the organizations. context it is getting difficult for customer to understand that whether the services provided by the Method and measures:

REVISTA ARGENTINA 2020, Vol. XXIX, N°4, 677-696 DE CLÍNICA PSICOLÓGICA

684 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman Empirical settings and data collection: PhD level in different educational institutes of Pakistan. Of these 500 questionnaires, 270 responses For this research study the data were collected were received (54 per cent response rate), among using a probability simple random sampling which 19 questionnaires were with incomplete technique with the help of a self-administered, information, so the analysis was done with 251 structured questionnaire from a sample of 500 complete responses. Respondents’ demographic students which could belong from intermediate to profile is presented in Table I.

(Table-1) Demographic profile of the Respondents Category Subdivision Frequency Percentage Gender Male 155 61.8 Female 96 38.2 Marital Status Married 25 10 Un-Married 226 90 Age Below 25 years 212 84.5

25 – 30 29 11.6 31 – 35 7 2.8 36 – 40 3 1.2 40 and above 0 0 Education Intermediate 7 2.8 Bachelors 128 51 Masters 109 43.4 M.Phil 6 2.4 Phd 1 0.4 Internet Usage Once in a day 202 80.5 Frequency After 3 days 17 6.8 After one week 6 2.4 After two weeks 2 8 After one month 24 9.6

The respondents were students in a variety of themselves by using the innovative technologies colleges and universities and were selected randomly provided by these high tech websites. In particular, using simple random sampling technique. these social media blogging websites strive to acquire Respondents had to have the experience of using the loyalty of their online viewers using different social media blogging websites, so they could be able innovative high tech services to provide them the to answer the questionnaire with more information best and personalized user experience and to retain and awareness. They were asked to remember the them by establishing deep relationships like e-loyalty name of the social media blogging website first in through their innovations which are specifically their mind (e.g Facebook, Twitter, Instagram, Snap related to the online services. Students of different chat, etc) and then to answer questions using a given colleges and universities were the focus of this study scale and keeping their experience with that website because they are the main users of social media in mind. Social media blogging websites (e.g. blogging websites in Pakistani market and for the Facebook, Twitter, Instagram, Snap chat, etc) are the international market because of their size and rising background for the study because of their buying power (Ahmad, Asmi, Ali, Rahman, & Abbas, attractiveness with target respondents (i.e. students 2017; K. K. Nusair, Bilgihan, & Okumus, 2013). They of different colleges and universities) and because are more educated and have the ability use the online Social media blogging websites are designed to services of different websites hence they are more inspire and indulge their target viewers user open to online advertisements than older experience, in addition to meeting their serviceable generations are (Sönmez, 2010), and their love for needs and to give them more freedom to express purchasing and rising numbers for searching products

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685 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman and services online have a significant impact on All of the measures were drawn from existing markets (Lee Taylor & Cosenza, 2002). literature. They were mentioned in a table below. The scales which will be used in this research study are Measures: mentioned below.

(Table-2) List of Items with references Concepts Scale Source Scale 5-point scale (strongly agree to Service Privacy (Yang et al., 2014) strongly disagree) 5-point scale (strongly agree to Webpage Content (Yang et al., 2014) strongly disagree) Blog Service 5-point scale (strongly agree to innovation Diversification (Yang et al., 2014) strongly disagree) 5-point scale (strongly agree to Trust (Brun, Rajaobelina, & Ricard, strongly disagree) Online Relationship 2014) Quality 5-point scale (strongly agree to Satisfaction (Brun et al., 2014) strongly disagree) 5-point scale (strongly agree to E-Loyalty (Srinivasan, Anderson, & strongly disagree) Ponnavolu, 2002)

1: First bold box shows the dimensions of “Blog Service Innovation”. 2: Second Bold box shows the dimensions of “Online Relationship Quality”. 3. Dotted lines represent direct effects.

Service Privacy related innovation

Trust

Webpage Content Customer’s e-loyalty for

related innovation environmentally friendly products

Satisfaction

Diversification related innovation

Fig. 1. Theoretical framework:

REVISTA ARGENTINA 2020, Vol. XXIX, N°4, 677-696 DE CLÍNICA PSICOLÓGICA

686 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman Data Analysis and results: (Afthanorhan, Ahmad, & Mamat, 2014; Chong, Nazim, & Ahmad, 2014). Confirmatory factor analysis: The model fit indices show that there is an It is necessary to conduct the confirmatory factor acceptable fit between the data and the proposed analysis for all types of variables for accurate and measurement model, as the values of the precise results. For this study, it is decided to conduct Comparative Fit Index (CFI = 0.938), Root Mean Error a pooled CFA analysis. It runs all the latent variables of Approximation (RMSEA = 0.049) and Chi-square to at the same time in order to achieve the required Degree of Freedom Ratio (x 2/df = 1.590) are all model fitness. The pooled CFA method is a lot easier meeting the cutoff criteria, so the values of the fitness and better than the Individual CFA, since it runs all the indices meet the excellent criteria for model fitness (R. latent variables simultaneously which is time-saving. Anderson, Babin, Black, & Hair, 2010; Hoe, 2008; Lomax & Schumacker, 2004).

(Table-3) Pooled CFA Model Fitness Tests Name of Name Index full name Value in Acceptable Literature Category of index analysis value RMSEA Root Mean Square 0.049 <0.80 (Browne & of Error Cudeck, 1993) Absolute Fit Approximation

CFI Comparative fit 0.938 >0.90 (Bentler, 1990) Incremental Fit index Parsimonious Chisq/df Chi Square / 1.590 >5 (Hu & Fit Degrees of freedom Bentler, 1999)

Typically, the values of the fitness indices range variables are reliable, as the values are greater than from 0 to 1, but researchers have argued that, for 0.7 for all variables. The results of the confirmatory good model fit, the CFI values should be greater than factor analysis reveal that the data also match to the 0.95, and for acceptable fit, these values should be requirements of convergent and discriminative greater than 0.90. While the values here are grater validity. For convergent validity, the standardized then 0.9, representing excellent model fit. factor loadings of all the items in a measurement scale should be greater than 0.5 (R. Anderson et al., Confirmatory factor analysis of this study’s data 2010; Fornell & Larcker, 1981). Our research fulfills was used to measure reliability, convergent validity, this requirement, as the values of standardized factor and discriminant validity. The reliability of the loadings for all the measurement scales are greater measurement scales was measured with the help of than 0.5 (Table-4). Discriminant validity is used to composite reliability which is preferred to report confirm that the measurement scales are distinct reliability of a scale (Netemeyer, Bearden, & Sharma, from other measures used in study; it was measured 2003), a widely used indicator. The results of this test, through HTMT analysis and discussed in detail in as shown in Table-4, indicate that the data for all the Table-5.

(Table-4) Pooled Confirmatory Factor Analysis (Independent, Mediating & Dependent Variable) How much important it is from your point of view that Social media websites and other blogging websites needs to provide “INNOVATION” in the below mentioned “SERVICES” which are provided by them to their online users. Scale Items Factor Scale Loadings Reliability

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687 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman Service Privacy Design flexibility. 0.707 0.738 related innovation Professionalization of blogging. 0.739

Completeness of content. 0.640

Webpage Content Advertisement filtering. 0.701 0.751 related innovation Page layout. 0.776

Copyright control. 0.656

Diversification 0.742 0.828 Related innovation Data storage. 0.802 Information sharing.

Diversified functions. 0.816

Keep any Social Media or Blogging website (Facebook, Twitter, Linked-In etc) in your mind which you frequently use while answering below mentioned questions. Scale Items Factor Scale Loadings Reliability Trust This website is really competent in its field. 0.605 0.832 I know what to expect from this website. 0.775 This website keeps its promises and commitments. 0.825 I think that the information presented on this web site is 0.763 reliable. I can count on this website to be honest with me. 0.543 Satisfaction I am very satisfied with the ease of use of this web site. 0.705 0.786 I am very satisfied with the information provided by this 0.816 web site. I am very satisfied with the personalization offered by this 0.643 Website. My experience with this web site is very satisfactory. 0.641 I am very satisfied with the design of this web site. 0.634 E-Loyalty I try to use this website whenever I need to use it. 0.770 0.829 I like using this website. 0.993 I believe that this is my favorite website. 0.558

Measure validation: discriminant validity is 0.900 (Henseler, Ringle, & Discriminant validity is used to confirm that the Sarstedt, 2015). Therefore, it is established that all measurement scales are distinct from other measures the measurement scales used in the study differ from used in study. Discriminant validity was measured by each other, so the data used in our study fulfills the using the HTMT analysis in which the cut off criteria requirements of convergent and discriminant validity for strict discriminant validity is 0.850 and for liberal and is suitable for further analysis (Table-5).

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688 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman

(Table-5) HTMT Analysis

Diversificati Webpag Trus Privacy Satisfaction Loyalty on e t

Diversificati on

Webpage 0.075

Privacy 0.172 0.067

Satisfaction 0.117 0.090 0.048

Trust 0.220 0.030 0.035 0.568

Loyalty 0.078 0.018 0.221 0.033 0.098

Structural equation modeling: mediation, the SEM technique was used to analyze all of the paths simultaneously (Alavifar, Karimimalayer, In Structural model a structural equation & Anuar, 2012; Hoe, 2008; Iacobucci, Saldanha, & modeling (SEM) was used to test the hypotheses, Deng, 2007). The model fit indices for the structural using AMOS 24. As the proposed model contains model are meeting the acceptable criteria.

(Table-6) SEM, Model Fitness Tests Name of Name Index full name Value in Acceptable Literature Category of index analysis value Absolute Fit RMSEA Root Mean Square 0.057 <0.80 (Browne & of Error Cudeck, 1993) Approximation

CFI Comparative fit 0.914 >0.90 (Bentler, 1990) Incremental Fit index Parsimonious Chisq/df Chi Square / 1.814 >5 (Hu & Fit Degrees of freedom Bentler, 1999) Hypothesis Testing: The results of structural model are shown in Table 7 and table 8 with Figure 2.

(Table-7) Results of structural model: direct effects Hypothesis Causal Path Lower Upper P- Standardized Bound Bound Value Estimated H1a Service Privacy related -0.162 0.093 0.690 -0.032 innovationViewers e-Loyalty H1b Webpage Content related -0.183 0.026 0.206 -0.080 innovationViewers e-Loyalty

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689 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman H1c Diversification related -0.055 0.143 0.440 0.048 innovationViewers e-Loyalty H1d TrustViewers e-Loyalty 0.096 0.378 0.008 0.235 H1e SatisfactionViewers e- 0.219 0.464 0.001 0.330 Loyalty

The SEM statistics show that H1a (Service Privacy customers or in this research case is related to the related innovationViewers e-Loyalty, β= -0.032, online viewer’s loyalty towards the blogging and P=0.690), H1b (Webpage Content related social media websites is completely waste of innovationViewers e-Loyalty, β=-0.080, P=0.206) resources. As we can see in our H1d (TrustViewers and H1c (Diversification related e-Loyalty, β=0.235, P=0.008) and H1e innovationViewers e-Loyalty, β=0.048, P=0.440) (SatisfactionViewers e-Loyalty, β=0.330, P=0.001) are rejected on the grounds of significance level, as hypothesis the beta values of these hypothesis are the SEM results shows that the beta values of these positively significant, which showed that creating hypotheses are not significant. As the research is trust and satisfaction ultimately leads towards the focusing on the effects of these innovations on the customer loyalty. But how you could create the trust viewer’s e-loyalty, the results clearly showed that and satisfaction? And for that purpose the every innovation must be connected with some organizations needs to invest in innovation factors of relationship quality such as satisfaction and specifically related to services for blogging and social trust. Without the relationship building factors media websites. innovations in any sector which is solely related to the

Service Privacy related -0.032 innovation

0.060

0.235 Trust 0.04 7

- Webpage Content related 0.02 2 innovation -0.080 E-Loyalty

0.001

0.089 Satisfaction 0.330

0.088 Diversification related innovation 0.048 Figure-2. Structural Model:

Note: Dotted line represents the direct relationship while straight lines represent the indirect relationship.

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690 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman

(Table-8) Results of structural model: indirect effects Hypothesis Causal Path Lower Upper P-Value Standardized Bound Bound Estimated H2a Service Privacy related innovationSatisfaction 0.060 0.174 0.001 0.089 Viewers e-Loyalty H3a Service Privacy related innovationTrust 0.027 0.140 0.006 0.060 Viewers e-Loyalty H2b Webpage Content related innovationSatisfaction -0.076 0.020 0.334 -0.022 Viewers e-Loyalty H3b Webpage Content related innovationTrust -0.031 0.035 0.936 0.001 Viewers e-Loyalty H2c Diversification related innovationSatisfaction 0.052 0.153 0.000 0.088 Viewers e-Loyalty H3c Diversification related innovationTrust 0.019 0.098 0.004 0.047 Viewers e-Loyalty

The results of the indirect effects showed us the suggest that innovations in services which are related complete picture. The relationship of the innovations to the Service Privacy of the blogging websites create in services which are specifically related to the the satisfaction in the minds of their target viewers blogging and social media website must create trust and ultimately leads towards their loyalty, this finding and satisfaction in their viewer which are the strong is also in line with the results of (Liang et al., 2008) building blocks of online relationship quality. But and (Allagui & Temessek, 2004). This suggests that from organizational point of view every innovation innovation in services creates satisfaction which needs time and resources, and companies cannot put ultimately leads towards customer loyalty in a longer their all efforts in creating these innovations for their run. target viewers without knowing that what kind of relationship they are going to build with their target H3a (Service Privacy related viewer. As discussed previously that satisfaction and innovationTrustViewers e-Loyalty, β=0.060, trust usually considered being a same concept, but P=0.006) is also positively significant. This result it’s not a true notion. According to (Brun et al., 2014) suggests that service innovation related to service the trust and satisfaction are the parts of online privacy also impacts the viewer’s loyalty through trust, relationship quality and must be considered as or we could say that this kind of innovation enhances different from each other. the trust which ultimately increases the viewer’s loyalty. The above findings also match with the So the decision totally depends upon the commitment trust theory of relationship marketing, organizational needs and what kind of relationship which clearly states(Morgan & Hunt, 1994) that they want to build with their target customers. without building the relationship with your target According to the SEM results for indirect affects the customers organizations cannot be able to capture H2a (Service Privacy related the loyalty of their target customers despite having innovationSatisfactionViewers e-Loyalty, innovations and technologies in services or products. β=0.089, P=0.001) ) is positively significant and

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691 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman H2b (Webpage Content related This type of finding is also in line with the results innovationSatisfactionViewers e-Loyalty, β=- discussed by (White & Noerr, 1976) in which they said 0.022, P=0.334) is rejected based on the significance that effective data storage ability is crucial for the level of beta values. This result suggests that service survivability of the organization in a longer run. innovations related to webpage content do not create loyalty in the target respondents through Conclusion, implication and recommendation for satisfaction. The finding is also very important from further studies: blogging and social media websites’ point of view, because if they want to spend their resources in the This study concludes that service privacy related creation of innovations which are related to the innovation and diversification related innovation in webpage content then they must need to rethink social media and blogging websites creates loyalty in their decision again. But the main focus of the result their target viewers through trust and satisfaction, of this hypothesis is the creation of loyalty through while webpage content related innovation have satisfaction; if the websites don’t want to go through insignificant impact on viewer’s online loyalty. this way or don’t want to create loyalty through Further there is no significant direct relationship satisfaction then they could be able to focus upon between any kind of service innovation and viewer’s innovation in webpage content. e-loyalty or online loyalty, while satisfaction and trust H3b (Webpage Content related both have direct significantly positive impact on innovationTrustViewers e-Loyalty, β=0.001, viewer’s e-loyalty. These results clearly shows that if P=0.936) is also rejected based on the significance any organization wants to generates a loyalty in their level of beta values. This result suggests that service target viewers mind then first they must need to innovations related to webpage content do not create a sense of satisfaction or trust in their viewers create loyalty in the target respondents through trust. mind, and organization cannot just achieve level of satisfaction or trust in their viewers mind. They must H2c (Diversification related need to invest resources in different kind of innovationSatisfactionViewers e-Loyalty, innovation and when it comes to social media and β=0.088, P=0.001) is positively significant. This result blogging websites then innovation related to these suggests that service innovation related to services considered to be more important than ever. diversification impacts the viewer’s loyalty through By applying those innovations organization could be satisfaction, as the previous studies showed that the able to create satisfaction and trust which ultimately ability of the website to store and digitize data is one leads towards the generation of loyalty in their target of the most important innovations (Ke et al., 2003) viewers mind. which ultimately leads (Urban et al., 2009) towards the loyalty of your target viewers through satisfaction. Theoretical implications: Or we could say that innovation related to The research presents theoretical foundation for diversification in social media websites generates additional investigation of innovation in services satisfaction in the mind of their target viewers which especially in an online perspective. (Yang et al., 2014) ultimately leads towards their loyalty with a specific find the possible dimensions for innovation in website. blogging and social media websites, but they provide H3c (Diversification related the future recommendation that those types of innovationTrustViewers e-Loyalty, β=0.047, innovations must be checked on website viewer’s e- P=0.004) is also positively significant for the loyalty in accordance with the online relationship diversification related innovation category. This result quality factor. Because without its implication on suggests that service innovation related to social viewer’s loyalty factor mediated by online technology impacts the viewer’s loyalty through trust relationship factor, organizations cannot be able to positively, as discussed previously by (Ke et al., 2003) identify that which kind of innovation is more suitable that the ability of the website to store the data of for their situation. their users so they could be able to view, share and comment this information any time is one of the most Furthermore (Beldad et al., 2010; Keh & Xie, 2009; important innovations in the online services sector. Urban et al., 2009) also suggest that for gaining

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692 MUHAMMAD Waqas Sadiq, Javaria Hameed , Gadah albasher, Wedad alqahtani, MUHAMMAD Ibrahim Abdullah , Sohail M. Noman customer’s loyalty, organization must need to method, if researchers apply longitudinal method generate a sense of trust and satisfaction in their then the results could be more clear and accurate. mind, and without any kind of innovation in those services which is provided by any social media and Acknowledgment blogging website, this task in impossible to achieve, and the findings or this study also supports the This research was funded by the Research previous researchers argument. supporting Project number RSP-2020/95, King Saud University, Riyadh, Saudi Arabia. Managerial implications: REFERENCES With the induction of social media and blogging, internet has gone through major changes that make Aaker, D. A. (2008). Strategic market management: it predominantly imperative for different John Wiley & Sons. organizations to comprehend users’ experience in Ackerman, M. S., Cranor, L. F., & Reagle, J. (1999). accordance with the innovations provided to them Privacy in e-commerce: examining user online and there online relationship quality factor in scenarios and privacy preferences. Paper accordance with their loyalty to that particular presented at the Proceedings of the 1st ACM website. According to the results of this study if conference on Electronic commerce. organizations which would like to sale or talk about Afthanorhan, W., Ahmad, S., & Mamat, I. (2014). the environment friendly products, and they are Pooled Confirmatory Factor Analysis (PCFA) interested in the development of loyalty factor in using structural equation modeling on their target audience through satisfaction as well as volunteerism program: A step by step trust relationship factor then they must need to apply approach. International Journal of Asian service privacy related innovations in their websites. Social Science, 4(5), 642-653. Although the results are rigorously checked and Ahmad, M. S., Asmi, F., Ali, M., Rahman, M. M., & rechecked but there is a huge possibility that with the Abbas, S. M. (2017). China-Pakistan change in geographical scenario, and demographics Economic Corridor: In the context of ‘String the innovations have different impact, which provides of Pearl Strategy. International Journal of an outstanding tool in the hands of managers who Business and Social Research, 7(8), 26-42. could use this model and could be able to find and Alavifar, A., Karimimalayer, M., & Anuar, M. K. (2012). identify those innovations which are in line with their Structural equation modeling vs multiple market, user and organizational demands. With the regression. Engineering Science and changes in business dynamics it is becoming vital for Technology: An International Journal, 2(2), managers to not only shift their business online and 326-329. start a direct conversation with their clients but also Allagui, A., & Temessek, A. (2004). Testing an e-loyalty develop, improve and implement innovations in their conceptual framework. Journal of e- online services for better and enhanced decision business, 4(1), 1-6. making and finally superior profitability. Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction Limitations and future recommendations: and e-customer loyalty. International As the research is carried out only related to the Journal of Bank Marketing, 34(3), 280-306. online products which are environmentally friendly, it Anderson, R., Babin, B., Black, W., & Hair, J. (2010). is needed to focus upon other areas as well, which Multivariate data analysis: A global could include but not limited to electronics, textiles, perspective: Pearson Prentice Hall, Upper home accessories and many more. Moreover, the Saddle River. time restriction is also another limitation in this Anderson, R. E., & Srinivasan, S. S. (2003). E‐ research because more time could bring more satisfaction and e‐loyalty: A contingency reliable and accurate results. There could be another framework. Psychology & marketing, 20(2), opportunity for future research that sample is 123-138. collected through the one time sample collection Andreassen, T. W., Lervik-Olsen, L., & Calabretta, G. (2015). Trend spotting and service

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